Google AdWords Fundamentals Exam – Questions & Answers (2017)

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

– Use a location bid adjustment to increase bids for customers in Tokyo– Create a separate ad group to target ads and bids for Tokyo– Use the user location view to understand if people who click your ads are located in Tokyo– Refine where your ads show by adding the keyword “Tokyo”

What happens as a result of a search campaign consistently meeting its daily budget?

– You can break up keywords and ads into related themes– You can target specific ad groups into various Google networks– You can set different budgets for each ad group– You can pause specific keywords if they are not performing well

A client that owns a fine–dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve the goal?

– Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment– Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment– Add call extensions to the client’s ads and monitor performance with the top vs. other segment– Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

– they perceive her products– likely they are to become a regular customer– they interact with her website – likely they are to click her ads

A standard AdWords text ad is made up of

– a display URL and description text– a headline, image, and description text– a headline and description text– a headline, a display URL, and description text

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Display Network?

– CPC bids are effectively converted to CPM bids– CPM bids are effectively converted to CPC bids– Ads using CPC bids are not allowed to compete on the Display Network– CPC and CPM bids only compete against bids of the same type

Which client would you advise to advertise on the Search Network?

– Jim, who wants to reach people on social networks interested in poetry– Suzy, who wants to reach people browsing travel websites about China– Bill, who wants to reach people looking for plumbing services – Carol, who wants to reach people watching YouTube videos

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

– Make sure the landing page is closely related to the ad– Increase the average daily budget for the campaign– Broaden the list of keywords to reach more potential customers– Increase the cost-per-click (CPC) bid for low-performing keywords

Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

– Include call-to-actions, such as “Find the nearest location”– Information about Italian food in the description– Use the same headline and description as other advertisers– An exclamation point in the display URL

Which ad extension would you use for an advertiser who has a chain of restaurants?

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

– Specific terms about the benefits of running– Specific terms about the shoe brand and model your client is selling– Generic terms about running and running shoes– Generic terms about different types of women’s shoes

Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

– Display Network only – All features– Display Network only – Remarketing– Search Network with Display Select – All features – Search Network only – All features

Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

– Broaden his keyword list for ads with the lowest click-through rate (CTR)– Add new relevant keywords and remove keywords with low click-through rate (CTR) – Increase bids for ads with the lowest average position and click-through rate (CTR)– Increase bids on relevant keywords with low clicks and click-through rate (CTR)

Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?

– Add search terms that are not leading to many clicks as negative keywords– Add site links to your ads to make them even more prominent– Make sure all of these search terms are included as keywords, regardless of relevance– Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

– create a different ad for each keyword– create multiple ads for each keyword– only create one ad that’s relevant to all keywords– create ads that are relevant to all keywords

Which of the following is a benefit of advertising online with Google AdWords? ORWhich is a benefit of advertising online with Google AdWords?

– Advertisers can choose how much they spend and only pay when someone clicks their ad– Advertisers can choose how many times their ad should show during the day– Advertisers pay the same amount every time someone clicks their ad– Advertisers can pay to always show their ad above the organic search results

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

– creating ads that include terms or phrases people are searching for– creating relevant ads and keywords, but not using ad extensions– creating ads that link to a generic landing page– creating relevant keywords and ads, and using ad extensions

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:

– creating ads that include terms or phrases people are searching for– creating relevant ads and keywords, but not using ad extensions– creating ads that link to a generic landing page– creating high-quality ads and landing page/ creating relevant keywords and ads, and using ad extensions

Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

– A page with information on instrument rentals and a contact form– His homepage, with links to instrument sales, rentals, and music lessons– A page with information on music lessons and a contact form– A page with a wide selection of instruments for sale

Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

– Online advertising is always less expensive than traditional media– Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount– Traditional media is not always measurable, but online campaigns are highly measurable and you can analyse your click data – Traditional media generates exposure, but online advertising campaign can guarantee sales

Which of these metrics is especially important to clients who are running a branding campaign?

You would choose to advertise on the Google Display Network if you wanted to:

– show ads to people on non-Google search sites– show ads on Google Maps– show ads on websites related to your business– show ads on Google Shopping

How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? OR An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

– Set a daily budget of $20 for the advertiser’s campaign– Set a bid of $20 per ad group– Set a daily budget of $20 for the advertiser’s account– Set a bid of $20 for the advertiser’s campaign

Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

– show ads when someone searches for dance classes– match his ad text to what people are searching– pick the most popular keywords for his campaign– show ads on dance websites and YouTube videos

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

– Undo and redo multiple changes while editing his campaigns– Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign– Manage, edit, and view multiple accounts at the same time– Copy or move items between ad groups and campaigns

Negative keywords can help advertisers refine the targeting of their ads by: ORNegative keywords can help advertisers better target their ads by:

– Reducing their campaign’s daily budget recommendations– Raising the average position of their ads– Increasing the number of relevant Display Network placements– Reducing the number of irrelevant clicks

An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

– Repeat the keyword as many times as possible in the ad text.– Delete the keyword and add the keyword to the campaign again– Modify the ad associated with that keyword to direct to a highly-relevant landing page– Increase the daily budget for the campaign in which the keyword is located

When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

When building a keyword list for a Display Network campaign, you should do which of the following:

– Use Display Campaign Optimizer to identify new keywords– Only include exact match keywords– Only use Keyword Planner to identify new keywords– Include keywords that are related to the websites your customers visit

Which is a benefit of advertising online?

– Reach people who are likely interested in what you’re advertising– Automatically collect information about potential customers– Increase your position in organic search results– Make money by showing ads on your website

Cliff just started working with a client who has a very disorganised AdWords account. What’s an effective way for him to begin restructuring his client’s account?

– Create multiple campaigns, each with a set of related keywords– Create campaigns based on the structure of his client’s website– Create one campaign with a broad selection of keywords– Create one campaign for all the products his client offers

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?

– The total number of clicks within your chosen conversion window– The total number of conversions divided by the total number of clicks– The total number of clicks that led to a conversion – The percentage of clicks that led to a conversion

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

– AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results– Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies– To show an ad more often, AdWords charges more than the average daily budget amount multiplied by 30.4– Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

What’s one of the main benefits of using ad extensions?

– Extensions increase your reach by showing your ad on more advertising networks– Extensions ensure a higher click-through rate (CTR) because they make your ad more prominent – Extensions provide additional information to make your ads more relevant to customers– Extensions are automated so you don’t have to create your ads

You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?

– It encourages people using mobile devices to install your app– It lets people who see your ad get directions to your store on Google Maps– It directs people to your online store to purchase your products– It allows you to show your ad on app categories that you choose

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

– A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”– A call-to-action like “Visit our gym now”– Add a promotion like “20% off fitness classes”– Add a call-to-action like “Sign up for a free trial”

What happens when a campaign consistently meets its average daily budget?

– Ads in that campaign will stop showing for the rest of the billing cycle– Average CPC bids will be lowered– Your budget is automatically adjusted– Ads in that campaign will show less often than they could

Target CPA bidding can help drive conversions by using your conversion history and: ORTarget cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:

– cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely– cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely– cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely – cost-per-click (CPC) goals to raise your bid when a conversion is more likely

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

– The profit dervied from a paid click– The bids of the next closest advertiser– The average profit per conversion– The Quality Score of the keyword

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand?

– Increase the daily budget and add text ads with clear call-to-actions like “Buy now”– Use a balanced combination of broad-, exact-, and phrase-matched keywords– Add display ads and affinity audiences targeting people interested in green living and beauty – Target large metropolitan areas where people are more likely to encounter her product

You can use Keyword Planner to identify

– the number of negative keywords you should add– the amount of traffic potential keywords you might get – which text ads are performing best based on your keywords– webpages where your ad can appear based on your keywords

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

– How much you’ve spent on the campaign compared to the value of leads generated– You can’t calculate return on investment for campaigns that are focused on online leads– The percentage of budget spent compared to how many forms were completed– The number of clicks your ad received divided by the number of times it showed

You can use Display Planner to:

– see how other advertisers perform on websites where you want your ad to appear– compare how your current Display Network campaign could perform on websites you’d like to target– see ways to reach your target audience based on your keywords, website, or interest categories– see which image and text ads are performing best on the specific websites you’re targeting

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

– Create multiple ad groups that target different devices, and monitor the results– Set up an experiment to test which device he should target– Create multiple campaigns that target different devices, and monitor the results– Segment his campaign statistics table by device

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?

– Replace the existing landing page with the new one and compare this month’s data to last months– Run a Campaign Experiment on the existing campaign that switches between both landing page– Create another ad group for the new landing page and compare the two ad groups– Create another campaign for the new landing page and compare the two campaigns

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

– based on how much your product is worth– 50% of how much your product is worth– the same amount as the profit generated by your product– the same amount as the revenue generated by your product

– The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater– The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater– The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater– The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?

– Karen’s ads often show below her organic results for the search query– People who see Karen’s site in relevant organic search results often click through to her site– Karen’s ads don’t often show for the search query– Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

– Create a campaign with ads and keywords written in French– Create a campaign targeting Paris and languages other than French– Create a campaign targeting French and regions other than Paris– Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Your ad can show to a user when your targeted language matches:

– a user’s browser setting– a user’s Google interface language setting– the language of websites a user visits most often– a user’s operating system language

Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

What’s a reason to use the “Search Network with Display Select” campaign type?

– Your ads only show on the first page search results– You can pick the exact websites where you want your ad to show – You can use one budget to advertise on the Search Network and Display Network– Your video ads can run on the Search Network

Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

– Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers– Use the top movers report which campaigns have seen the biggest change in clicks since last month– Use the paid & organic report to show when his website appears in organic search, with no associated ads– Use the Search term report to show which search terms lead to the most clicks on his ads

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies –

– AdWords policies can help web user distinguish between ads and search results– AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users– AdWords policies can keep disapproved ads and websites out of organic search results– AdWords policies can help keep ad costs low and affordable for advertisers

You can use audience targeting to show your ads to:

– specific websites, based on specific interests– groups of websites, based on specific interests– specific groups of people, based on their interests– specific groups of people, based on their location\

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

– AdWords budgets can only be set once annually and require a fixed commitment– Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive – Online campaigns generate clicks, whereas other channels generate exposure– Budgets cannot be applied to online campaigns due to constant changes in traffic

Which client would you advise to use radius targeting?

– Luis, whose e-commerce business delivers nationwide– Denise, whose service can reach customers within 30 miles – Christopher, who wants to promote his new product in select cities– Mabel, who wants to exclude her ads from certain cities

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

– Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips– Add demographic and age targeting to show ads to people in this audience– Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads– Set up a remarketing list to show ads to women who have previously visited your client’s website

You would choose to advertise on the Google Search Network if you wanted to:

– reach customers browsing websites related to your business– reach customers while they’re searching for your products or services correct– choose the types of websites where you want your ads to show you ads– choose from a range of ad formats, like video and image ads

Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

– Use target search page location to help get your client’s ads to the top of mobile search page results– Set a mobile bid adjustment to increase bids for searches on mobile devices– Set a mobile bid adjustment to decrease bids for searches on computers and tablets– Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

– Placements– Audiences– Keywords– Topics

You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

– reach people who are interested in similar products– use text ads that encourage people to call her business– use text ads that encourage people to visit her website– reach people who are searching for her products

If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

– Number of clicks on her ads and costs to produce her purses– How many times her ads have been viewed and clicked on– Number of clicks on her ads and revenue they generated– Costs to produce her purses and revenue generated from her ads

Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

– measures trends relating to the search terms people have used before seeing your ad– focuses on getting customers to complete an online purchase– shows you which ads lead to customer actions that have value for your business– automatically gives you personal details about the people who convert

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

– Keywords– Placements– Website– Ad text

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

– AdWords only shows an ad for keywords with proper spelling and plural forms– Your keyword list would be disapproved based on Google’s advertising policies– AdWords can automatically include these variations for you – Broad match includes the exact words and phrases a user searches for

A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

– Google’s Search Network will help her target people who are more likely to download her app– She can use keywords like “mobile app” to target people who are more likely to download her app– Google’s Display Network includes many mobile apps where she could show her ad– She can use mobile app extensions to reach users in apps

An advertiser should group their campaigns by:

– type of product or service – number of keywords– maximum cost-per-click (CPC) bids– number of ad groups per campaign

Your client wants to improve her ad position. What would you recommend?

– AdWords will automatically match each ad to the keywords it’s most relevant to– Ads are only eligible to show ad extensions if there are more than one ad in that group– Ads are only eligible to show at the top of the page if there are more than one ad in that ad group– AdWords will automatically rotate your ads and show the best performing ones more often

Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

– Create new ad groups with several keyword match types– Create new ad groups with with related keywords grouped together– Remove half of the keywords from the ad group– Create one ad group for every five keywords

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

– Display Network only – All features– Search Network with Display Select – All features– Display Network only – Remarketing– Search Network only – All features

Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

– Remarketing– Keywords– Topics– Placements

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

– 1.01– 0.5– 0.51– 1

You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

– Pause your clients’ campaigns and recreate them in your manager account– Use your clients’ sign-in information to access and manage the accounts– Link the client accounts to your My Client Center (MCC) manager account– Consolidate the 3 accounts into a new AdWords account you create

– See how your ads performed when triggered by actual searches– See how often your ads rank higher in search results than those of other advertisers– See if people reach your client’s website via ads or organic search results– See which campaigns have the biggest changes in clicks, costs, and conversions